Chemicals company DuPont has appointed Doner Cardwell Hawkins to handle its $20m (&£13.7m) European fibres business, Teflon Textiles & Interiors, following a three-way pitch.
The account includes the Teflon stain-repellent ingredient for clothing, but not the coating that keeps food from sticking to pots and pans.
Last month, Doner in the US was appointed to handle Teflon’s $40m (&£27.4m) US business, which does include Teflon cookware. The agency pitched against Saatchi & Saatchi and Young & Rubicam.
Doner Cardwell Hawkins’ new business director John Seneschall says that the European advertising for Teflon Textiles & Interiors will position Teflon as something that makes clothing easier to care for. He says: “This will be the first time European consumers have been made aware of Teflon as a material used in clothing.”
Teflon is used as a stain-fighting treatment in lines such as Levi Strauss Dockers, Donna Karan menswear and Ralph Lauren denim.
Separately, DuPont has put advertising for its Lycra brand – held by Saatchi – up for review, in a move to position the brand directly to consumers and to target women aged 35 and under. The pitch is being run from New York.